How HYBR helped Coca-Cola move from a broad waste-reduction ambition to tested ventures, locally developed waste-to-value innovations.
CASE STUDY
Plastic waste is a ticking time-bomb with serious social, environmental, and health implications.
Almost 1.4 trillion plastic bottles, enough to fill 15,000 football fields per year, are generated in Africa, reflecting about 7% of the world's total. 90% of these bottles end up in landfills. This reflects about $12.5 billion lost every year. Coca-Cola, as a major PET bottle contributor, has a vision that imagines a world without plastic waste.
Turn a sustainability goal into an operating system
Coca-Cola was seeking practical, modular and scalable approaches that could support its wider ambition to reduce plastic waste. The task required more than a public campaign or a single collection project.
Discover, Develop and Deploy: build the missing recovery layer
HYBR designed the Entrepreneur Plastics Innovation Challenge, or EPIC, as a 16-month programme to find, assess and develop business models working across the plastic-recovery chain. In parallel with the external venture programme, HYBR began developing a response to the collection and aggregation bottleneck.
What the work made possible
The programme gave Coca-Cola access to proven recycling models, three pilot ventures and a clearer view of the collection bottleneck. It also produced a locally designed infrastructure concept linking sustainability goals with entrepreneurs, operating assets and the wider value chain.
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